Yalın talks about software, and how the costs of localization mean the software should be global from the very start of your company.
Yalın emphasizes that selling a nontangible product (software, for example) is completely different from selling a tangible product.
Yalın lists some other ways to go about selling into other countries.
Yalın comments on the strategy of selling to local subsidiaries as a way to gain trust with the headquarters.
Trust also comes from how you handle problems, so don’t see problems as inherently 100% bad.
Yalın delves into how you might need to overcome trust problems that were created by someone else before you even showed up.
Yalın mentions that founders are often in love with their products and easily fall into the trap of “it works at home, so it’ll work here too.”
Yalın describes a situation where sometimes even the sellers don’t want to sell, because that means the company would need to produce (yes, you read that right, sometimes the sellers don’t want to sell).
Yalın points out that, especially in former Communist countries, buyers might see you as a potential problem, not a potential solution.
Yalın discusses customs clearance and the importance of not letting it ruin your reputation when you try to expand your sales to other products.
Yalın recommends that in the initial days after that first pallet is sold, play defense (don’t make any mistakes), not offense (sell more).
Yalın on what happens after you clear that initial hurdle and begin to enter the magical world of repeat sales.
Yalın goes into the importance of mindset, seeing the big picture, and limiting your expectations in the early days.
Yalın suggests sellers start with the end in mind. Before the first pallet gets to the new country, what are you going to do with it, all the way to the end.
Yalın reminds us that when we congratulate ourselves for completing Day One, we’re actually at Day Zero.
Yalın begins to describe the reality check that happens after you sell that first pallet.
Yalın reminds us that the first sale is just the beginning. “Congratulations, now learn to do it over and over,” basically.
Yalın goes into one of the basics of selling into a new country. It is a basic step, but a lot of companies don’t do even this.
Yalın goes into how he started the agency and what problems his initial customers were trying to solve.
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